standrews

Email forwarding or just quirks of various email services and clients. Email clicks or website visits definitely a more reliable signal

It's someone opening or clicking emails 60 times (can happen!), not sending 60 marketing emails.

There's a separate technical post coming - will post a link here once it's live.

The answer here, as always, is "it depends".

It almost always makes sense to not waste time on "dead" leads. Best to start there.

You'll probably get the highest ROI when you focus on the leads that are somewhat likely to convert (ie. you'll influence those sitting on the fence).

But if you're short of people and have lots of high-quality leads, you'll probably want to focus on the leads most likely to convert.

Back at my previous company (fast-growing SaaS), we ran an AB test where leads were split into six groups: half received sales touches and half didn't, and there were three lead score groups in both (low, medium, high probability to close). Working with the medium group gave the biggest uplift.

Which sales leads to focus on? We were in a unique position to answer this because we connect data from marketing tools like MailChimp with CRMs like Pipedrive, plus we track web visits.

Anything particular you were missing from the post? I'm the author and did my best to share everything that's relevant, but may have missed some parts.

Pipedrive does have workflow automation though.

I first started thinking about this in my previous job at Pipedrive. CRMs are like marketing software: all seem to have a very similar feature set. But if you looked closely you would see that Close.io was better at high-volume /SDR type work, Pipedrive was better at managing a sales pipeline (with perhaps fewer but higher value deals), some were better at contact management.

Same features, but founders had put together their unique blend based on their worldview.